CONSUMER BUYING BEHAVIOUR TOWARDS DURABLE GOODS – A STUDY WITH REFERENCE TO MAYILADUTHURAI TOWN

Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determine which products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers